The Dongdaemun Design Plaza (DDP), where design and the city converge, is marking its 11th anniversary this year as one of Seoul’s most sought-after destinations. The Seoul Design Foundation announced on August 25 that DDP has already welcomed over 10 million visitors since January, with projections indicating that the number will surpass 20 million by the year's end thanks to a packed schedule of major exhibitions and festivals in the coming fall and winter seasons.

Last year, which marked DDP’s 10th anniversary, the number of visitors reached 17.29 million, contributing to a staggering total of roughly 100 million visitors over the past decade.

Recognized as a multi-complex cultural venue, DDP maintained a facility utilization rate of 79.9% last year, running at near-full capacity throughout the year, even when factoring in event preparation periods. This figure significantly outpaces other major venues such as KINTEX in Ilsan (54%) and BEXCO in Busan (61%). The ongoing “Jean-Michel Basquiat Special Exhibition” at the Design Museum is already fully booked through March 2028, raising anticipation for continued public interest.

The plaza’s flagship event, “Seoul Light DDP,” transforms 222-meter-long façade panels into a massive nighttime media art canvas. Over the past seven years, steady increases in both local and international visitors have been recorded, with last year’s attendance reaching 1.38 million and approximately 510,000 guests flocking to the summer edition's 11-day run. This autumn, starting August 28, artists such as Laurent Grasso of France and Aka Chang of Taiwan will participate in the seasonal festival, heightening the event’s global appeal.

DDP’s growing influence is also evident in the realms of film and branding. Major Korean dramas, including "Lovely Runner," "My Love from the Star," "Vincenzo," and "Queenmaker," have used DDP as a filming location. In May, Disney Korea hosted the "Star Wars Day 2025" event at the venue, further cementing its reputation as a cultural hub.

Its global profile is underscored by international productions and fan gatherings—China’s hit variety show “Keep Running” Season 4, the American series “Sense8,” and film-related fan events for “Guardians of the Galaxy” and “To All the Boys I’ve Loved Before” have all taken place at DDP. Additionally, the venue is frequently chosen as an advertising shoot location by brands such as Porsche, Samsung Electronics, Fendi, and SK Telecom.

The schedule for the second half of the year is even more robust. “Seoul Beauty Week” will take place from August 28 to 30, immediately followed by “Seoul Fashion Week” from September 1 to 7. Starting August 29, a global design and art exposition kicks off, and from September 1, “Design Miami”—hosted in Asia for the first time—will open at DDP with participation from 16 leading design galleries representing London, Paris, New York, Los Angeles, and other international hubs, significantly expanding DDP’s international network.

In October, “2025 Seoul Design Week” will link the city’s entire design ecosystem under the theme of “Design, Designer, Design Life.”

Visitors can also enjoy deepened experiential routes throughout the venue. Architectural tours exploring the philosophy of the building’s designer, Zaha Hadid, alongside the history of the Dongdaemun area, are ongoing. The “DDP Rooftop Tour,” which was first piloted last year, will officially open this November.

Efforts to foster synergy with local businesses are also underway. DDP’s “Dongdaemun Super Pass” initiative, in collaboration with neighboring shopping malls and stores, encourages regional spending among visitors. Moreover, a second campus for the “Seoul Design Startup Center” will be established on the seventh floor of the prominent fashion mall, Migliore. This space is set to serve as a “Design Playground,” supporting experimentation from emerging designers.

Kang Hee-cha, CEO of Seoul Design Foundation, commented, “DDP is an open space where anyone can experience outstanding content encompassing the world’s design and art.” She added, “As a public cultural platform that showcases Seoul's creativity and design capabilities on a global stage, DDP will continue to evolve as a world-class design space that balances public value and artistic excellence.”

Note “This article was translated from the original Korean version using AI assistance, and subsequently edited by a native-speaking journalist.”

Photo=Yonhap News, DDP